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them out and take them to the store. Thus, sales promotion has been used as a tool to overcome consumer price resistance. For example, to catch a deal on a favorite cakes and treats at Baskin Robbins by opting to get special offers, and coupons all year long or joining, most often he or she received an instant coupon for a free ice cream.d) ContestsThe main difference between contests and sweepstakes is that contests require entrants to perform a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve a random drawing or chance contest that may or may not have an entry requirement. At one time, contests were more commonly used as sales promotions, mostly due to legal restrictions on gambling that many marketers feared might apply to sweepstakes.e) SweepstakesThe use of sweepstakes as a promotional tactic has grown dramatically in recent decades, partly because of legal changes and partly because of their lower cost. Administering a contest once cost about $350 per thousand entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstakes. Furthermore, participation in contests is very low compared to sweepstakes, since they require some sort of skill or ability (Perreault, Cannon, & McCarthy, 2009).f) TradeshowsThe sales promotion people might set up and staff tradeshow exhibits. For example, Epson uses tradeshow exhibits to reach German business customers. Trade promotions permit manufacturers to influence retail price,
retail sales, and total channel profit by rewarding resellers for lower prices and subsidizing their selling effort. Sometimes tradeshow exhibitors use attractive models to encourage buyers to look at a firm’s product, especially when it is displayed near other similar products in a circus like atmosphere. Tradeshows are a cost-effective way to reach target customers and generate a list of “live” prospects for sales representative follow-up. Some sellers give promotion items such as pen sets, watches, or clothing perhaps with the firm’s brand name on them to remind business customers of their products (Perreault, Cannon, & McCarthy, 2009).4) Public RelationsPublic Relations (PR), media relations, and public affairs: the softer, more forgotten side of marketing that involves communication to various target publics. Too many marketers forget “Public Relations and miss opportunities to make the public aware of their products. Media relations specifically deal with the press (Perreault, Cannon, & McCarthy, 2009). Public affairs, also known as governmental affairs, deal with the various government entities that impact the organization.5) Web SiteFirms identify the best prospects who visit the Baskin Robbins website so that a salesperson can immediately reach out and move these prospects through the sales process or provide customer support (Perreault, Cannon, & McCarthy, 2009). Web sites are an excellent way to allow customers to reach businesses. Businesses can be accessed at any time and any place in the world. Customers can order goods or services, products, ask